Luxury brands, such as Brighton, Pandora, M.A.C, Kendra Scott and Swarovski, are common in many major airports across the country, but tucked among these well-known labels is a rapidly growing boutique called Hip & Humble. The Salt Lake City-based retailer is led by 51-year-old Sheridan Mordue, who by 2027 will have expanded her current locations at eight US airports to a ninth in Toronto, Canada.
According to Mordue, Hip & Humble fills the void between ultra expensive and the traditional airport shops that sell key chains, shot glasses and magnets.
“Our goal is to create a ‘cool’ and accessible shopping experience for the mainstream traveler who wants the feel of their hometown store,” she explained. “We’re offering ‘specialness.’”
Mordue grew up with her five other siblings in a Salt Lake City suburb, hearing about entrepreneurship from her father and grandfather around the dinner table her whole life. After earning a bachelor’s degree in English, she landed a traditional job in her hometown. She knew in her heart, however, that her roots in business ownership and love of the arts and creativity would eventually win out.
In 1999, she helped her older sister, Suzette, launch Hip & Humble as a furniture store that sold pieces sized for the historical 1920’s Victorian homes in downtown Salt Lake City. They also offered funky refurbished antique side pieces.
“Although I was working another job, my sister urged me to join her fulltime,” recalled Mordue. “She knew I needed to follow my passion. At the core, both of us were interior designers. As kids we wouldn’t just play with Barbies, we would create our own dream houses with interesting materials we found around the house.”
After five years of success, the big box retailers started moving to town with cheaper, faster and easier choices. “We had to pivot and started offering gift items, even jewelry made from friends who asked us to display it,” she said. “Within a short period of time, we saw clearly that the community needed a gift store. By 2008, we pulled out of the furniture business completely.”
In 2013, the sisters decided to go their separate ways, with Mordue assuming full ownership of Hip & Humble and her sister opening an interior design studio, Suzette Eaton Designs. Today, the sisters continue to share an office, be best friends, live near each other and share vacations with their families.
With the change, Mordue became energized about the future. Throughout the years, she continued to operate between one and three stores in the Salt Lake City area, but a new opportunity began knocking on her door. As an active member of the business community, she started getting calls from elected officials, retail companies and others urging her to apply to be considered as a retailer for the new international airport. At first, she dismissed the idea.
“I’d already been in business more than 18 years, but never once considered airports,” she said. “That’s a totally different universe. However, the calls kept coming, so I started doing my own research.”
Through numerous contacts and meetings, she met a representative for Paradies Lagardère, a leading North American travel retailer and restaurateur that operates in more than 90 airports. That person became her mentor and trusted advisor as she plunged headfirst into this new adventure.
“Paradies really stood out to me,” she recalled. “They were genuine, supportive and honest.”
The first airport location did so well, that Hip & Humble today has two stores at the Salt Lake City airport and soon expanded to the Fort Lauderdale Hollywood International Airport in 2022. She remembers feeling confident in her merchandise assortment and felt it would work in other locations.
“The success of the Fort Lauderdale location straight away was the proof I was looking for,” she said. “From a high desert ski location to the beach front high-end demographic, the concept proved itself. The two locations couldn’t be more different, but 90% of the inventory worked and flew off the shelves.”
Mordue has a proven method for selecting merchandise that works, as she recently explained to Utah Business. “Items in Hip & Humble have to meet three criteria: They need to elicit an emotional reaction, be colorful, and have data to support why it’s a good option. Merchandise ranges from silly socks, colorful dishtowels, artful journals to high-end lounge wear and unique gift finds.
“If you go into our store, it’s super colorful. And that’s what we’re about – we’re about color and being joyful,” she explained.
At every location they add a large vibrant art installation reflective of the community and the local artist. For example, in downtown Salt Lake City, the Hip & Humble mural features a mama bear mural. In Fort Lauderdale, the exterior wall mural is a giant sea turtle. In Houston, two oversized framed images at the entrance depict a rodeo girl (Sheridan Mordue herself) and space travel.
The mother of two and stepmother of three, this successful entrepreneur also is devoted to her family, other women and the communities surrounding each of her locations. Through her Kind Women for Women Kind initiative, she supports organizations that provide services to women.
“My store is about lifting up women,” she stressed. “I reject the ‘girl power’ moniker and instead just lean into supporting women and women loving themselves, regardless of their path and whatever their individual journeys are.”
Among her many partner organizations are the International Rescue Committee (IRC) of Utah, Hispanic Unity of Florida, Good Friends Charlotte, and Refuge Women of Kentucky.
Mordue’s latest venture is the introduction of Pasko, a line of hand creams and three fragrances, created and manufactured in the US by her hand-picked team. The packaging is designed by a female Utah artist. Candles and additional fragrances will be introduced next year.
Looking toward the future, Mordue says her priority is enjoyment. “I spent a lot of years in the rat race,” she said. “I want to enjoy the journey. I want to hear more women laugh and cry in my shops across the country. Bringing that touch of joy to everyone’s day is what lights me up. That’s where my focus is.”
For more information, visit: hipandhumble.com; @hipandhumble.com